Consideration of rosy- and blue-side attachment with integrated resort brands
- Title
- Consideration of rosy- and blue-side attachment with integrated resort brands
- Author
- 안지선
- Keywords
- Needs satisfaction; Rosy-side brand attachment; Blue-side brand attachment; Behavioral intention; Integrated resort brand; Destination brand management; Destination brand marketing
- Issue Date
- 2019-09
- Publisher
- ELSEVIER
- Citation
- JOURNAL OF DESTINATION MARKETING & MANAGEMENT, v. 13, page. 1-9
- Abstract
- This study analyzes the impact of need satisfaction on two types of customer brand attachment, namely the rosy-and blue-sides. In an integrated resort setting, customers are increasingly motivated through controlled, capable, and connected experiences across gambling and non-gambling facilities. Results corroborate that autonomy, competence, and relatedness need satisfaction differently and significantly influence rosy- and blue-side attachments toward the integrated resort brands. However, only the rosy-side brand attachment leads to revisit and positive word-of-mouth (WOM) intention. This paper also examines the mediating effect of customers' rosy-side brand attachment on the relationship between need satisfaction and behavioral intention. These findings emphasize the importance of attaining harmonious attachment for marketers and managers of integrated resort destinations.
- URI
- https://www.sciencedirect.com/science/article/pii/S2212571X18303524?via%3Dihubhttps://repository.hanyang.ac.kr/handle/20.500.11754/160777
- ISSN
- 2212-571X
- DOI
- 10.1016/j.jdmm.2019.05.001
- Appears in Collections:
- GRADUATE SCHOOL OF BUSINESS[S](경영전문대학원) > BUSINESS ADMINISTRATION(경영학과) > Articles
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